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Ant­o­nia Erz

Associate Professor

Emner
Forbrugeradfærd Markedsføring Digitalisering Kunstig intelligens Sociale medier Psykologi

Primary research areas

Technology and consumption

I am interested in how technology and its applications in the market affect consumers, their cognitions, decisions, behaviors, and identities, and their relations to firms and marketing content.

Digitalization and social media

I investigate how digitalization and social media influence consumption behavior, both on and outside of platforms. Topics include influencers, platform behavior, digital products and services, user-generated content, and sharing behavior.

Artificial intelligence

I study how artificial intelligence affects consumers’ cognitions and behaviors, and as a consequence, their relations to marketing content and firms.

Mixing methods and approaches

Most of my research is of experimental nature and rooted in consumer psychology. At the same time, I strive to triangulate psychological and sociological approaches and mix quantitative and qualitative methods to uncover new phenomena in consumption behavior brought about by technology.

Nothing is constant but change

How technology shapes consumption 

Digitalization, social media, and artificial intelligence are reshaping how people consume—what they buy, how they judge brands, and even what they accept as true. Are brands meeting deep human needs, or simply offering a photogenic moment for social media? What role do AI agents play in service encounters, and how does AI shift perceptions of truth? My work answers questions like these to help organizations build responsible customer relationships or design targeted marketing communications. A core aim of my research is to educate consumers about their own consumption to help them make more informed decisions. 

Methodologically plural, impact-driven research 

Rooted in consumer psychology, my research relies heavily on experiments to identify causal effects. At the same time, studying technology in everyday life demands methodological openness. Qualitative and sociological approaches help illuminate beliefs, feelings, and deep descriptions of consumers’ relations to technology. Remaining method-agnostic lets me tackle innovative questions and adapt to fast-changing consumption contexts to generate insights that matter for both firms and consumers.